เข้าใจเอกลักษณ์ของการออกแบบของที่ระลึกและของทำมือ กรณีศึกษา สำหรับนักท่องเที่ยวที่บริโภคสินค้าที่ตลาดนัดจตุจักร
Article Sidebar
Main Article Content
บทคัดย่อ
งานวิจัยนี้จัดทำขึ้นเพื่อสำรวจความสำคัญของการออกแบบและการจัดการที่มีผลต่อพฤติกรรมการบริโภคของลูกค้า โดยใช้การสัมภาษณ์และสังเกตพฤติกรรมที่จตุจักร ซึ่งเป็นแหล่งช็อปปิ้งยอดนิยมของประเทศไทย นอกจากนี้ ผู้วิจัยยังพยายามทำความเข้าใจปัจจัยที่กำหนดเอกลักษณ์ของของที่ระลึกและของทำมือ และเหตุผลที่สินค้าเหล่านั้นมีผลต่อการตัดสินใจซื้อของลูกค้า งานวิจัยนี้เป็นวิจัยเชิงคุณภาพและทำขึ้นจากสถานที่จริงในกรุงเทพ จากการสัมภาษณ์ผู้บริโภคทั้ง 74 คน โดยกลุ่มตัวอย่างเป็นชาวต่างชาติเพศหญิง โดยให้อธิบายเกี่ยวกับร้านของที่ระลึกและของทำมือในตลาดนัดจตุจักร จากผลสำรวจสามารถจำแนกคำตอบได้เป็น 5 ประเภทหลัก ๆ ได้แก่ สภาพแวดล้อมของร้านค้าและการจัดวางสินค้า 48.23%การใช้งาน 24.68% รูปลักษณ์ 22.02% ฟังก์ชั่นการใช้งาน 2.73% และการบริการ 2.34% จาก 4 ประเภท คำตอบที่มีคนเลือกมากที่สุดนั้น สามารถระบุเพิ่มเติมได้ดังนี้ ความสวยงาม ความพึงพอใจ การเป็นแบบอย่างความแปลกใหม่ และความคิดของผู้บริโภค
Article Details
References
Babin, B. J., & Attaway, J. S. (2000). Atmosphericaffect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99.
Baker, J., Grewal, D., & Parasuraman, A. (1994).The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-39.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.
Blijlevens, J., Carbon, C., Mugge, R., & Schoormans, J. (2012). Aesthetic appraisal of product designs: Independent effects of typicality and arousal. British Journal of Psychology, 103(1), 44 –57.
Blijlevens, J., Thurgood, C., Hekkert, P., Leder, H., & Whitfield, T. (2017). The aesthetic pleasure in design scale: The development of a scale to measure aesthetic pleasure for designer artifacts. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 86-98.
Boonsupap, B. (2002). Guidelines for Marketing Development of Local Fabric Souvenirs in Mueang District, Ubon Ratchathani Province. (Master’s Thesis). Chiang Mai University, Chiang Mai.
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In Donnelly, J. George, W.R. (Eds.), Marketing of Services. Chicago, IL: American Marketing Association.
Bosnjak, M., Galesic, M., & Tuten, T. L. (2007). Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach. Journal of Business Research, 60(6), 597–605.
Brengman, M., & Willems, K. (2009). Determinants of fashion store personality: A consumer perspective. Journal of Product and Brand Management, 18(5), 346-355.
Carney, T. F. (1972). Content Analysis:A Technique for Systematic Inference from Communications. Winnipeg: University of Manitoba Press.
Chang, E., & Luan, B. (2010). Chinese Consumers perception of hypermarket store image. Asia Pacific Journal of Marketing and Logistics, 22(4), 512-527.
Chen, R., & Yan C. (2011). The potential of social identity for equilibrium selection. American Economic Review, 101(6), 2562-89.
Choi, B. Y., Park, H., Yang, E., Lee, S. K., Lee, Y., & Lee, S. M. (2011). Understanding career decision self-efficacy. Journal of
Career Development, 39(5), 443-460.
Cohen, S. A., Pravag, G., & Moital, M. (2013). Consumer b ehaviour in tourism: concepts, influences and opportunities. Journal of Current Issues in Tourism, 17(10), 872-909.
Collins-Kreiner, N., & Zins, Y. (2011). Tourists and souvenirs: Changes through time, space and meaning. Journal of Heritage Tourism, 6(1), 17-27.
Damminga, C., Wu, J., & Johnson, K. K. P. (2012). The effect of lifestyle and shoppable fashion product displays on consumers’ approach and avoidance behavior. Journal of Global Fashion Marketing, 3(3), 108-118.
Department of Tourism (2015). Situation of Tourism in March 2015. Bangkok: Department of Tourism.
Duriau, V. J., Reger, R. K., & Pfarrer, M. D. (2007). A content analysis of the content analysis literature in organization studies,
research themes, data sources and methodological refinements. Organizational Research Methods, 10(1), 5-34.
Egresi, I., & Kara, F. (2015). Predictors of tourists’ shopping propensity: A case from Istanbul. Geographia Technica, 10(2), 29-40.
Evans, J., & Berman, B. (1987). Marketing. New York: Macmillan Publishing Company.
Haney, W., Russell, M., Gulek, C., & Fierros, E. (1998). Drawing on education: Using student drawings to promote middle school improvement. Schools in the Middle, 7(3), 38- 43.
Haseki, M. (2013). Customer expectations in mall restaurants: A case study. International Journal of Business and Society, 14(1), 41-60.
Hausman, A. (2000). A Multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403-426.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer Behavior: Building Marketing Strategy. Boston: McGraw-Hill Irwin.
Hekkert, P., Snelders, D., & Wieringen, P. C. W. (2003). Most advanced, yet acceptable: Typicality and novelty as joint predictors of aesthetic preference in industrial design. British Journal of Psychology, 94(1), 111–124.
Hertenstein, J. H., Platt M. B., & Veryzer R.W. (2013). What is “good design”?. An investigation of the complexity and structure of design. Design Management Journal, 8(1), 8-21.
Holbrook, M. B., & Hirschman. E. C. (1993). The Semiotics of Consumption. Interpreting Symbolic Consumer Behaviour in Popular
Culture and Works of Art. New York: Mouton de Gruyter.
Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities. Reading. Massachusetts: Addison-Wesley.
Kälviäinen, N., Schlich, P., & Tuorila, H. (2000). Consumer texture preferences: Effect of age, gender and previous experience.Journal of Texture Studies, 31(6), 593-607.
Kang, S. K., & Hsu, C. H. C. (2005). Dyadic consensus on family vacation destination selection. Tourism Management, 26(4), 571-582.
Kantatasiri, P., Jaroenwanit, P. A., & Brown, R. (2015). The influencing of young consumers shopping style on attitude toward the environmentally friendly food products in Thailand. International Business Management, 9(1), 105-110.
Kim, S., & Littrell, M. A. (2001). Souvenir buying intentions for self-versus others. Annals of Tourism Research, 28(3), 638-57.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. Essex: Pearson Education Limited.
Kotler, P., & Keller, K. L. (2012). Marketing Management. Essex: Pearson Education.
Krippendorff, K. (2003). The dialogical reality of meaning. The American Journal of Semiotics, 19(1/4), 17-34.
Lam, S. Y., & Mukherjee, A. (2005). The Effects of merchandise coordination and juxtaposition on consumers’ product evaluation and purchase intention in sore-based retailing. Journal of Retailing, 81(3), 231-250.
Lazarsfeld, P. F. (1935). The art of asking why in marketing research: Three principles underlying the formulation of questionnaires. National Marketing
Review, 1(1), 26–38.
Lee, S., Ko, E., Chae, H., & Minami, C.(2017). A Study of the authenticity of traditional cultural products: Focus on Korea, Chinese, and Japanese consumers. Journal of Global Scholars of Marketing Science, 27(2), 93-110.
Li, M. M., & Anuntaakalakul, K. (2015). The influence of trust and marketing mix on customer loyalty: A study on Beihai South Pearl Jewelry (Chinese AkoyoPearl). Kasetsart Applied Business Journal, 10, 1-28.
Marrocu, E., Paci, R., & Zara, A. (2015). Micro-economic determinants of tourist expenditure: A quantile regression approach. Tourism Management, 50, 13-30.
Merton, R. K. (1957). Continuities in the theory of reference groups and social structutre. Social Theory and Social Structure (PP. 281-368). New York:The Free Press.
Michon, R., Chebat, J., & Turley, L. (2005). Mall atmospherics: The interaction effects of the mall environment on shopping behavior. Journal of
Business Research, 58(5), 576-583.
Miles, S., & Frewer, L. J. (2001). Investigating specific concerns about different food hazards. Food Quality and Preference, 12(1), 47–61.
Mill, R. C., & Morrison, A .M. (2002). The Tourism System. Dubuque: Kendall Hunt Pub.
Mirja, K. (2000). The significance of ‘craft’ qualities in creating experiential design products. The Design Journal, 3(3), 4-15.
Moon, Y., Dessain,V., & Sjoman, A. (2004). Alessi: evolution of an Italian design factory C. Alessi Evolution of an Italian Design Factory C Case. Harvard Business Publishing.
Morrison, A. (2010). Hospitality and Travel Marketing. New York: Albany. Moutinho, L., Dionísio, P., & Leal, C. (2007). Surf tribal behavior: A sports marketing application. Marketing Intelligence and Planning, 25(7), 668-690.
Nithipan, D. (2009). Determinants of souvenirs purchasing behavior among international Phuket Visitors. (Master’s thesis). Prince of Songkla University, Songkhla.
Neuendorf, K. A. (2002). The Content Analysis Guidebook. California: Sage Publications, Thousand Oaks.
Patton. M. Q. (2002). Qualitative Research and Evaluation Method (3rd ed). California: Sage Publication.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Prendergast, G., & Lam, C. C. (2013). An evolutionary explanation for shopping behavior. Journal of Consumer Marketing, 30(4), 366-370.
Rangrit, C., & Iamratanakul, S. (2016). Assessment of the important factors for choosing a used car loans. Kasetsart Applied Business Journal, 10(12), 19-34.
Reisinger, Y., & Turner, L. W. (2011). Cross Cultural Behaviour in Tourism: Concepts and Analysis. London: Routledge.
Robinson, A. (2013). Voice of Bangkok Thailand. Retrieved from http://www.bbc.com/travel/story/20130428-voicesbangkok-
thailand
Sakcharoen, P., Banchuenvijit, W., & Khongsawatkiat, K. (2016). The study of the decision to buy an iPhone of the people in the Bangkok. Kasetsart
Applied Business Journal, 10(12), 35-46.
Sangmongkon, R. (2016). Online purchase intention of customer in Bangkok area: Case study of Tesco Lotus shop online. Kasetsart Applied Business Journal,10(12), 47-53.
Schiffman, L. G., & Kanuk, L. L. (2008). Consumer behavior: A European outlook. New Jersey: Pearson Prentice Hal.
Scot, A.C., Girish, P., & Miguel, M. (2014). Consumer behaviour in tourism: concepts, influences and opportunities. Current Issues in Tourism, 17(10),
-909.
Shaw, S. (2013). Where is the World's LargestWeekend Market?. Retrieved from http://wanderlustandlipstick.com/blogs/
wandershopper/2013/05/24/where-is-theworlds-largest-weekend-market
Smallman, C., & Moore, K. (2010). Process studies of tourists’ decision-making. Annals of Tourism Research, 37(2), 397-422.
Snepenger, D., King, J., Marshall, E., & Uysal, M. (2006). Modeling Iso-Ahola’s motivation theory in the tourism context. Journal of
Travel Research, 45(2), 140-149.
Soars, B. (2003). What every retailer should know about the way into shopper’s head. International Journal of Retail and Distribution Management, 37(3), 286-298.
Solomon, M. R. (1996). Consumer behavior:Buying, having, and Being. Prentice-Hall.
Solomon, M., Bamossy, G., Askegaard, S., & Hogg, K. M. (2006). Consumer Behaviour: A European Perspective. Essex: Pearson
Education Limited.
Soonsan, N., & Makka, P. (2017). Marketing mix approaches in behavioral intention to souvenir purchase: A comparative study between Thai and Chinese tourists. Silipakorn University Journal of Social Sciences, Humanities and Arts, 17(2), 175-202.
Stone, P. J., Dunphy, D. C., & Smith, M. S.(1966). The general inquirer: A ComputerApproach to Content Analysis. Oxford: M.I.T. Press.
Swanson, K. K., & Horridge, P. E. (2006). Travel motivations as souvenir purchase indicators. Tourism Management, 27(4), 671-683.
Swanson, K. K., & Timothy, D. J. (2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management,
(3), 489-499.
Sweeney, J. C., & Wyber, F. (2002). The Role of cognitions and emotions in the music approach avoidance behavior relationship. Journal of Services
Marketing, 16(1), 51-69.
Talty, A. (2017). Bangkok Named Most Popular City for International Tourists in 2017. Retrieved from https://www. forbes.com/sites/alexandratalty/2017/09/26/ bangkok-named-most-popularcity-for-international-tourists-in- 2017/#4837db7125a2
The Official Website of Tourism Authority of Thailand. (2018). Chatuchak Weekend Market. Retrieved from https://www.
tourismthailand.org/Chatuchak-Weekend-Market
Thomas, J. A. (1964). What makes people travel?. ASTA Travel News, PP.64-5.
Tran, X., & Ralston, L. (2006). Tourist preferences influence of unconscious needs. Annals of Tourism Research, 33(3), 424-441.
Wahyuningsih, W. (2012). The Effect of customer value on behavioral intentions in tourism industry. International Research Journal
of Business Studies, 5(1), 1-12.
Watanasin, R., & Timdang P. (2015). Relationships between marketing stimuli and over-indebtedness. Kasetsart Applied Business Journal, 1, 43-62.
Webber, R. P. (1990). Basic Content Analysis. California: Newbury Park.
Whitfield, T. W., & Slatter, P. E. 1979. The effects of categorization and orototypicality on aesthetic choice in a furniture selection task. British Journal of Psychology, 70(1), 65-75.
Wilkin, H. (2009). Souvenirs: What And Why We Buy. Retrieved from http://www.98.griffith.edu.au/dspace/ bitstream/handle/10072/41195/71210_1.pdf?sequence=1
Wiseman, R. L., Hammer, M. R., & Nishida, H. 1989. Predictors of intercultural communication competence. International Journal of Intercultural Relations, 13(3), 349-370.
Wong, S., & Lau, E. (2001). Understanding the behavior of Hong Kong Chinese tourists on group tour packages. Journal of Travel Research, 40(1), 57-67.
Yaacob, Z. (2014). The Link between quality management and Muslim customer satisfaction. International Journal of Business and Society, 15(1),
-96.
Yang, S. U., Kang, M., & Johnson, P. (2010). Effects of narratives, openness to dialogic communication, and credibility on engagement in crisis
communication through organizational blogs. Communication Research, 37(4), 473-497.
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27